2010 edelman trust barometer - indonesia

14
2010 Edelman Trust Barometer May 4, 2010 Key Findings

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Business in Indonesia may have emerged from the global financial crisis more or less unscathed, but companies in the country cannot escape the higher expectations of corporate accountability that have come in its wake. Indeed according to the results of the 2010 Edelman Trust Barometer, informed publics in Indonesia have higher expectations of corporate accountability than any other country in Asia Pacific. The results of this year’s study indicate that business in Indonesia cannot afford to relax, despite the strong performance of the local economy,” said Chadd McLisky, chairman of IndoPacific Edelman. “Trust has evolved from being a welcome side effect of corporate activity to a distinct line of business that companies must monitor closely and manage effectively in order to maintain a license to operate.” Visit http://www.indopacedelman.com/ for more info.

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Page 1: 2010 Edelman Trust Barometer - Indonesia

2010 Edelman Trust BarometerMay 4, 2010

Key Findings

Page 2: 2010 Edelman Trust Barometer - Indonesia

2

The Edelman Trust Barometer over a decade

Rising Influence of NGOs2001

Fall of the celebrity CEO2002

Earned media more credible than advertising2003

U.S. companies in Europe suffer trust discount2004

Trust shifts from “authorities” to peers2005

“A person like me” emerges as credible spokesperson

2006

Business more trusted than government and media2007

Young influencers have more trust in business2008

Business must partner with government to regain trust

2009

Transparency key driver of trust in a multi-channel and multi-stakeholder environment

2010

Page 3: 2010 Edelman Trust Barometer - Indonesia

In Indonesia trust in business continues to be strong

Q: Please tell me how much you TRUST that institution (business) to do what is right. ; Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE)`

Page 4: 2010 Edelman Trust Barometer - Indonesia

Technology, banks, automotive continue to be most trusted industry sectors in Indonesia

Q: How much you TRUST businesses in each of the following industries to do what is right? Please use a nine-point scale, where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics 25-64 in Indonesia

59%

68%

75%

75%

78%

78%

82%

83%

84%

85%

90%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Insurance

CPG manufacturers

Retail

Healthcare

Energy

Food

Pharmaceuticals

Media companies

Banks

Automotive

Technology

2010

81%

2009

81%

67%

77%

Page 5: 2010 Edelman Trust Barometer - Indonesia

85%

75%78%

82%

59%

46%

61%64%

46%

34%

58% 60% 58%

50%

33%

75%

64% 62%

69%

53%

72%

62% 60% 59%55%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Automotive Retail Food Pharmaceuticals Insurance

Indonesia North America EU Asia Pacific BRIC

High optimism in Indonesia across industry sectors

Q: Please tell me how much you TRUST businesses in each of the following industries to do what is right. ; Informed publics ages 35-64 in 22 countries

Page 6: 2010 Edelman Trust Barometer - Indonesia

79% 79%

88%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global Asia Pacific Indonesia

Fire non-performing management teams

Higher expectation for accountability in Indonesia

Q: How effective would the following actions be in restoring trust in a company? Informed Publics ages 25-64 in 22 countries

76% 75%

88%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global Asia Pacific Indonesia

Repay bailout or loan money to the government

72% 72%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global Asia Pacific Indonesia

Reduce gap between senior executive and average

worker pay

What actions would restore trust in a company

Page 7: 2010 Edelman Trust Barometer - Indonesia

47%

54%

56%

62%

67%

70%

71%

75%

78%

83%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Has highly-regarded and widely admired top leadership

Delivers consistent financial returns to investors

Is an innovator of new products, services or ideas

Is a good corporate citizen

Prices its brands fairly and competitively

Offers high quality products or services

Communicates frequently and honestly on the state of its business

Is a company I can trust

Has transparent and honest business practices

Treats employees well

Indonesia

Corporate reputation based on trust and transparency as much as quality

Q: How important are each of the following factors to the overall reputation of the company? ; Informed Publics ages 25-64 in Indonesia

#1

2009

#1

#3

#3

Page 8: 2010 Edelman Trust Barometer - Indonesia

Business seen as Private Sector Diplomats

52%

44%

5%

61%

37%

2%

69%

31%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No Don’t Know

Global Asia Pacific Indonesia

Partnering with government and NGOs to drive decision making on major societal issues

Q: Do you believe companies are doing Private Sector Diplomacy?

Page 9: 2010 Edelman Trust Barometer - Indonesia

Across regions, influence of NGOs rises over time

9

Trust in NGOsInformed Publics ages 35-64

36%

58%

48%

53%

31%

56%

52%

55%

46%

52%

20%

30%

40%

50%

60%

70%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

US UK/FR/GER China India Indonesia

Q:.Please tell me how much you TRUST that institution t(NGO’s) o do what is right. ; Informed Publics ages 35-64 in US, UK/FR/GER, India and China, Indonesia

Page 10: 2010 Edelman Trust Barometer - Indonesia

68%

12%

62%

16%

42%

31%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

More likely Less likely

Global Asia Pacific Indonesia

NGO partnerships build trust

Q: Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as climate change, alleviating poverty or curing diseases, than you would be to trust a company that works alone? (Net More Likely: Much More + A Little More) Informed Publics ages 25-64 in 22 countries

NGO credibility important determinant

Page 11: 2010 Edelman Trust Barometer - Indonesia

Mainstream media

New media

Corporate comm.

15%

34%

34%

22%

25%

43%

47%

35%

38%

42%

46%

48%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Corporate or product advertising

A company’s own website

Corporate communications such as press releases, reports and emails

Social networking sites, e.g. Facebook

Blogs

Free content online sources

Internet search engines, e.g. Google news

News coverage on radio

Articles in newspapers

Television news coverage

Stock or industry analyst reports

Articles in business magazines

11

Q: Please tell me how credible you believe each source of information when you find information about a company: is it extremely credible, very credible, somewhat credible, or not credible at all? Top 2 Box Informed publics 25-64 in Indonesia

How credible do you believe each source of information for information about a company

Multi channel stakeholder outreach essential

Page 12: 2010 Edelman Trust Barometer - Indonesia

Academics, analysts and CEOs high in trust as credible spokespeople

Q: Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, Very and extremely credible) Informed Publics ages 25-64

62%57%

53%

40%

30%

24%

65%

52% 51%

41%45%

32%

61%

48% 49% 47%

41%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

An academic or expert on that

company's industry or issues

A financial or industry analyst

A CEO of a company A person like yourself

Non-profit organization or NGO

representative

A regular employee of a company

Indonesia Asia Pacific BRIC

+12+12

+15

Page 13: 2010 Edelman Trust Barometer - Indonesia

Agency Of The Decade

Holmes ReportJanuary 2010

Page 14: 2010 Edelman Trust Barometer - Indonesia

A Ten Year Overview of Trust

The 2010 Edelman Trust Barometer is the firm’s 11th trust and credibility survey

The survey was produced by research firm StrategyOne. The survey consisted of 30-minute telephone interviews conducted in September – December 2009

For the first time, the survey sampled two different age groups concurrently (25-34 and 35-64)

For more information on the Edelman Trust Barometer and to view past results, please visit www.edelman.com/trust